“The most of parents continue to be shopping that old-fashioned way,” he stated. “When you enter a store in December, it’s very crowded.”

Mattel has centered on reviving all of its key brands. Barbie dolls got that massive transformation captured. The toy maker also lately hired interior designer Jonathan Adler as creative director of baby and infant brand Fisherman-Cost.

Analysts stated differentiating the item available at stand-alone shops from that offered by is going to be type in not diluting the American Girl brand. Shoppers will still need to visit American Girl stores, for instance, to get the BeForever line, featuring dolls which appear as figures in magazines occur different eras of yankee history.


“It’s a fairly steady but very slow progress,” Katz stated. “They aren’t from the forest yet.”

Mattel has become attempting to update American Girl, which endured an 7% sales loss of 2015. A vital area of the strategy, analysts stated, is attempting to achieve more eyeballs by growing the brand’s retail footprint.

By entering , Mattel also offers an opportunity to achieve new clients who may be put off by the greater ritzy American Girl stores. The small-shops will carry WellieWishers, the latest American Girl line offering $60 dolls — about half the cost of numerous other American Girl dolls. The stores may also feature a unique assortment of Truly Me dolls and add-ons, which come in an array of skin color and hair colors.

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